Almost naked Hugh Jackman wears nothing but boots in this ad for R.M. Williams

Latest from Maximum Effort promotes premium footwear brand (and nothing else)

Published On
Oct 01, 2020

Editor's Pick

It seems Hugh Jackman has had plenty of time for side gigs these days, stepping out to shill for his Laughing Man coffee and now, taking all his clothes off for another brand.

In a new ad for R.M. Williams, he wears nothing but a pair of the Australian retailer’s high-end boots (known for their hand-crafted, single-piece leather upper construction). That’s because it’s stipulated in his contract to endorse the company—a rule he obviously takes a little too seriously, to the discomfort of the company's attorney.

The ad is the latest from Maximum Effort, the agency founded by Jackman's buddy, Ryan Reynolds.

To address its debut, or rather “leak,” R.M. Williams put out a press release saying that the video was of a “private meeting” between Jackman, who happens to be the brand’s global boot ambassador, and one of its execs, noting “we are very proud of our association with this truly undeniable character,” but “to be clear, R.M. Williams encourages all people—including Hugh Jackman—to wear clothes.”

It also assured that after the meeting, the company immediately contacted Jackman’s counsel to “make sure they explain our ‘only R.M. Williams boots’ contractual stipulation did not apply to other vestments. We are happy to report that Hugh seems to have gone back to wearing clothes, in addition with his R.M.Williams boots.”

To address any COVID production concerns, the company also noted that the meeting in the video had taken place in February and “Hugh and R.M. Williams now encourage those appearing in public to wear masks as well.”
 

Credits

Date
Oct 01, 2020
Agency :
Maximum Effort

Need a credit fix? Contact the Creativity Editors

Industry
Project Type